The cynic in me says it's goal is $$$$. But... as the previous poster said you have to spend money to make money and EA isn't doing that, not through advertisement and not through investment in the game. Or another cynical answer would be to milk the few of us left, but wouldn't that be cutting off their nose despite their face? So that leads me to think they're shoestringing the budget (and us) for this game solely to keep the Star Wars license. Not necessarily to make great Star Wars games, but so other developers CAN'T.
I'll give you a sports analogy. Some teams would hoard all the best players, whether they have room to play them all or not, just so other teams can't have them. To deprive the competition. Think about it. If other developers could do a better job, and they most certainly could, they'd have another, or more, direct competitors.